PENGARUH VIRAL MARKETING DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Coffee Shop Crita Sena di Malang)

This study aims to analyze the influence of Viral Marketing and Store Atmosphere on consumer purchasing decisions at Coffee Shop Crita Sena, Malang. This study uses a quantitative approach with a survey method on 110 Crita Sena consumer respondents. Data were collected through questionnaires and analyzed using multiple linear regression techniques and hypothesis testing to see the relationship between Viral Marketing and Store Atmosphere on purchasing decisions. The results of the study indicate that both Viral Marketing and Store Atmosphere have a positive and significant effect on consumer purchasing decisions at Crita Sena.